Jasmine Upshall-Moodie
- Course: BA Management with Marketing (Int)
- Year of graduation: 2018
- Nationality: British
- Job title: Founder, Head of Sales and Brand Strategist
- Company: The Groundwork Studio
Jasmine is the Founder, Head of Sales and Brand Strategist at The Groundwork Studio, where she supports founders and growing businesses with brand design, websites and sales strategy.
A BA Management with Marketing graduate from the University of Leeds, Jasmine has built a career across global FMCG, challenger brands, outdoor hospitality and purpose-led events. Her experience includes leading major retail accounts at Mars, including Tesco, Sainsbury’s and Waitrose, supporting wholesale and Out of Home growth for challenger brands including Lucky Saint and The Sustainable Bottling Co., and working as Head of Sales at Tree Tents International.
In January 2026, Jasmine founded The Groundwork Studio, bringing together her experience in brand, sales and commercial strategy. Through the studio, she helps businesses build clearer brand foundations, strengthen their positioning and develop sales strategies that support growth.
Alongside her commercial career, Jasmine co-founded The Queer Campfire, an award-winning LGBTQIA+ festival and events organisation. The organisation brought together women, trans and non-binary people through curated programming, brand partnerships and community-led growth, and has been featured by BBC News and The Guardian.
Her career shows the range of opportunities that can follow a Business School degree, from senior commercial roles in major organisations to entrepreneurship, brand strategy and purpose-led community building.